Abstract

The caselet gives details about the VIP’s marketing communication strategy aimed at positioning itself as a lifestyle brand. The caselet presents the planning process that VIP went through before developing the marketing communication campaign aimed at repositioning VIP as a fresh, young, and vibrant brand. The state of luggage industry in India is also outlined.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Revitalizing a brand
• Importance of market research in advertising planning
• Consumer demographics in India
• and Identify consumer perceptions through focus group studies.

Keywords

VIP Industries, Luggage market, Samsonite, LaSalle, Marketing research, Customer perceptions, Lowe, Positioning, Generic name, Television advertising, Strolleys and Blow Plast India